Fashion Goals: How Football Infiltrated Fashion

 

Soccer and fashion have always been partners.

From terrace culture to the rise of style icons on the court like David Beckham, the ever-increasing amounts of money poured into this beautiful game meant that fashion would never be left behind. Despite all this, the current meeting point of football and fashion is different. We have the impression of living a moment. Conventions change and, for once, wearing a soccer jersey in public is no longer taboo.

It all started with the odd one.

To look advancing you have to look back and the stories are well known. English fans, enjoying unprecedented European success, strolling the continent and shopping on the go. Stories say that the airline couldn't believe its luck when it entered European sports stores and not one, but two shoes per pair were on display. Pairs were easy picks for fans with sticky fingers, and soon those on the terraces were dressed in Adidas sneakers, many of which returned at the end of the always lucrative reissue cycle.

Casual fashion has been portrayed in movies like Green Street (above) and Football Factory.

Sneakers weren't the only pieces that were brought home. Polo shirts, tracksuits and ski masks also reappeared. Continental brands have infiltrated the native fashion ecosystem like exotic species of squirrels. Kappa, Adidas, Ellesse, Diadora, Lotto, Sergio Tacchini, Hugo Boss… if you can name them, they probably have their roots in these journeys. Just stroll through Liverpool city center on a Saturday to see the proliferation of Hugo Boss polo shirts, from old and new generations.

The casual strand has continued to this day and has created a remarkable relationship between haute couture and casual fashion. Brands that were once relegated to the dense rails of your local Sports Direct are acceptable again. The very brands that would have ridiculed you in school are now likely to receive compliments, met with an ironic confusion of nostalgia and cults forgetfulness.

Even more ironic is the persistence of brands like Stone Island and C.P. Société. For one thing, they're such a status symbol to kids in old industrial cities who on a Saturday afternoon are more likely to find them in a disused parking lot near a train station trying to get rid of fanatics.

Urban fashion icons like Drake made Stone Island a true luxury brand

If you're looking for the other side, look no further than the pages of glossy biannual fashion magazines, where a fantastic, reflective, specially-dyed Stone Island puffer jacket is now a luxury editorial staple. Everyone from Drake to Dylan Jones knows the connotations. Pep Guardiola could choose to remove the badge from the sleeve of his sweater, but we all know what happens between those two buttons.

 

Pep is perhaps the perfect illustration of the current situation. Dressed in smart casual attire on the bench, his attire is playful but not flashy in a tacky style of football from the 2000s. At halftime he will go to the locker room and talk to his players, including many who will be prominent figures. in the last times. prominence of streetwear, with the eleven rookie players dressed in meticulously crafted gear to overcome once-held taboos about wearing a soccer jersey outside of a soccer field.

Streetwear brand Palace often features soccer jersey collaborations in their collections.

By the way, you can put a soccer jersey back on. Two decades of collaboration encouraged her. People are emphasizing the importance of the recent collaboration between PSG and Jordan Brand (Nike), but this spirit of collaboration using the soccer uniform pattern as an experimental canvas has been taking hold for decades. Yohji Yamamoto and Real Madrid, Palace and Umbro, the latter having also collaborated with Off White in the past. Adidas also has a history, including Gosha Rubchinskiy and Alexander Wang creating iconic collections that are now rare and highly collectible.

The importance of this culture change is everywhere. Check out the Instagram grids of new soccer media platforms like Mundial and Copa90 - the barrage of new soccer jerseys is endless. Les niches sont celébrées (nouveau kit Shakhtar Donetsk, ça vous dit?), La nostalgie est enfragée (Allemagne de l'Ouest 1990) et le design soucieux de la mode est crucial (les files d'attente pour le kit Nigeria 2018 racontent l 'history). Loose cuts,